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随着平面媒体广告自营模式弊端的逐渐显现,告收益的拓展潜力正受到越来越强大的阻力,所以广告总(一级)代理制的经营模式在平面媒体中开好得到广泛地关注和应用,广告标的的制定也逐步走市场化和规范化。然而广告加张测算的重要性往往忽视,或者粗略地依据成本测算,或者根据广告投情况进行简单地估计,这样的操作方法,明显缺乏平性和可操作性,同时也有可能损害媒体发包方的得利益。因此,在广告总代理合同中明确了广告加的计量和费用测算方法,即可以避免一定的信用险,又可以使媒体发包方获取相应的加张收益。
With the gradual manifestation of the drawbacks of the print media self-service model, the expansion potential of the advertising benefits is receiving more and more resistance. Therefore, the operating mode of the advertising total agency (a-level) has drawn wide attention in the print media and Application, the formulation of the subject of advertising and gradually take the market and standardization. However, the importance of advertising estimates is often overlooked, either roughly based on cost estimates or simply estimated based on advertising investment conditions. Such methods of operation obviously lack the peace and operability and at the same time may damage the media’s contractual rights Profitable. Therefore, in advertising agency contract clear advertising plus measurement and cost measurement method, that is, to avoid a certain credit risk, but also to enable the media to obtain the appropriate package side income.